When Barthelemy Thimonnier, a French tailor, invented a machine that successfully replicated manual sewing, he could have never imagined the makeover it would undergo some two centuries later.
From a modest contraption that did the bare minimum, the sewing machine morphed into a device capable of complex functions. Now, it is once again transforming itself to keep up with the times. While the humble foot-operated black machine is still a favourite, newer models come with computer-based technology that make sewing a child’s play.
Usha — the market leader in India — has joined hands with toy maker Mattel Inc to bring out a special sewing machine for children. USHA Janome – My Fab Barbie, as the model is called, comes with a variety of pre-programmed functions and has been designed to maximise safety. The machine has an automatic thread cutter to avoid the use of scissors and has plastic covers that reduce the risk of injury. It also has an in-built light for better visibility, and free-arm circular stitching for easy movement. Priced at ₹10,900, the machine enables children to design caps, handkerchiefs, tea-pot covers and so on.
The aim of introducing the machine, the company says, is to make eight-year-olds acquire a skill that is both fun and rewarding.
Dinesh Chabbra, Chief Executive Officer of Usha International, says it was only expected that the sewing would transform itself for the computer age. “The sewing machine has been evolving over the years since it made it big about a century ago,” he says. “Machines have evolved with users making use of computerised tools and software to execute them with precision, making it a child’s play.”
Growing sales This has had a desired effect on the sales too. After a few years of tepid sales, the numbers are buoyant again with the introduction of the innovative machines. Sewing machine sales, which grew at a modest 1-2 per cent about five years ago, have seen strong volume growth lately. The white sewing machine — what the computerised ones are generally called — has seen robust numbers. Usha sold about 18,000 of these annually four years ago; it now sells the same number in a month.
Experiential learning The organised market in India is estimated to be around 1.8 million units (about ₹700-800 crore) per annum across categories and Usha has cornered a sizeable chunk of it. The company sells over 1.3 million units a year.
While the basic black sewing machines are priced at ₹3,000 to ₹7,000, the white ones start from about ₹10,000 and go up to ₹2.5 lakh. The company has also set up stores to experience the beauty of these machines and for experiential learning. Mothers and children get to experience the joy of stitching together. The company has set up about 10,500 ‘Silai schools’ to popularise sewing.